Kraft Mac & Cheese is the latest brand to tap into the consumer’s insatiable demand for fiber and protein.

The nearly 90-year-old Kraft Heinz brand announced the launch of PowerMac, which contains 17 grams of protein and 6 grams of fiber. It took Kraft Heinz nearly a year to develop PowerMac’s proprietary protein- and fiber-enriched noodles, which reportedly do not sacrifice the creamy cheese taste of the signature product. 

The new mac and cheeses, which have double the protein content of the original and six times more fiber per serving, are available in regularmand white cheddar varieties. Additional formats are expected later this year, the company said.

“Kraft Mac & Cheese has been setting the pace in category innovation with new flavors and formats, and we’re excited to extend that work with the introduction of PowerMac,” Ashleigh Edmonds, senior director of marketing for Kraft Mac & Cheese, said in a statement. “PowerMac delivers the functional benefits fans are craving in a way that only Kraft Mac & Cheese can; with a product that outperforms similar offerings in taste, while offering more food at a better price.”

More than half of consumers are looking to add more protein and fiber to their diets, according to the food giant. Upstarts like Goodles, which now controls 6% of the mac and cheese market according to The Wall Street Journal, have found success by reimagining the consumer staple with powdered vegetables and other better-for-you ingredients.

Kraft Heinz is optimistic that its iconic name and a more “accessible” price versus its competitors could close that gap and increase purchases among shoppers. The company noted that while better-for-you offerings are growing “significantly” faster than the broader mac and cheese category, consumers are not purchasing them as frequently as other better-for-you products. 

Protein and fiber have become integral to many food companies’ plans to turn around sales as more consumers prioritize their health and turn away from offerings they see as overly processed. In the past few years, Chobani, General Mills’ Cheerios and Danone’s Silk have added more protein to their items.

The challenge for some products is that when they add more protein or fiber, it can alter the taste or texture of the product. It’s a big reason why Kraft Heinz made sure to note that its better-for-you PowerMac is otherwise the same as its regular line, despite the added nutrients.

PowerMac is the Lunchables and Jell-O maker’s latest effort to sell products that are more closely aligned to changing consumer trends as it works to reignite growth at the struggling company.

Last month, Kraft Heinz’s new CEO Steve Cahillane halted plans to split the food company, noting many of its “challenges are fixable.” He said the business plans to spend $600 million on marketing, sales, research and development, as well as on improving “product superiority” and potentially lowering prices.